Leveraging Marketing Technology
Leveraging Marketing Technology
Chris Casale Assistant Director of Marketing Technology & Data
Stephanie Skupien Assistant Director of Marketing Production & Creative
Marketing Automation
What is Marketing Automation?
A tool that allows companies to nurture prospects with highly personalized, useful content that helps convert interested prospects into customers.
Marketing and Sales Funnel
Marketing works the top half and sales works the bottom half
The Buyer’s Journey Awareness Stage
Consideration Stage
Decision Stage
The Customer Experience
ATTRACT
CONVERT
CLOSE
DELIGHT
Today’s Discussion • The what, why, and how of the technology we are using • What market research is performed and how student personas are created • How the campaigns are built and what assets they include • What metrics we track and how we optimize our campaigns • And, most importantly, the results we generate
Marketing Technology
Five Technology Groups
Project Management
Marketing Automation Screenshot
Customer Relationship Management
PPC Management
Analytics
The Workflow
Pre-Campaign A college comes to us with an idea about marketing their online program. How do we validate the program? Market research: • Curriculum comparison • Job opportunities Financial models Audience personas
Building a Marketing Campaign • Campaign plan, budget worksheet and asset checklist • Campaign assets
On-campus
@
Google Adwords
Facebook Posts & Ads
@
Twitter Posts @ & Ads
Using Asana for the Campaign Build Assign in Asana by phases: • Phase 1 – web • Phase 2 – digital advertising • Phase 3 – anything else Assets are produced, reviewed by college and approved for launch Launch = Phases 1 & 2 live
Recruitment Daily basis: • Contacting leads • Scoring leads • Tracking interactions • Feedback for personas
Campaign Management On a weekly basis, we review analytics – Visits, lead, applied and admit/enrolled – Check progress down the funnel – Optimize Campaign
Monthly Strategy Review • Review ad data – what’s causing people to convert • Phrases that never match – negative keywords • What’s working? • Review ad platforms – what platforms are producing best? • Brainstorm new ideas
Campaign Recap • • • •
What happened What went well, what didn’t Finalize our numbers Future recommendations
Cybersecurity
Audience Personas
Branding and Testing
Customer Workflow
Google Adwords Landing Page
Conf Page & Email
LN Email 1
LN Email 2
LN Email 3
LN Email 4
@
@
@
@
Program Overview
Online Vs. Traditional
Accreditation
How to Apply
Leads are worked by our recruitment team
Digital Advertisements
LinkedIn
Student/Staff Portal
On-Campus LCD Screen
Facebook Ad
Google Adwords
Landing Page
Confirmation Page and E-mail
Brochures and Other
Lead Nurturing Emails
Overview
Online Vs. Trad.
Accreditation
How to Apply
Campaign Optimization
Campaign Optimization
Campaign Optimization
Help us improve: bit.ly/UPCEA16
Chris Casale Assistant Director of Marketing Technology & Data
Stephanie Skupien Assistant Director of Marketing Production & Creative
Marketing Automation
What is Marketing Automation?
A tool that allows companies to nurture prospects with highly personalized, useful content that helps convert interested prospects into customers.
Marketing and Sales Funnel
Marketing works the top half and sales works the bottom half
The Buyer’s Journey Awareness Stage
Consideration Stage
Decision Stage
The Customer Experience
ATTRACT
CONVERT
CLOSE
DELIGHT
Today’s Discussion • The what, why, and how of the technology we are using • What market research is performed and how student personas are created • How the campaigns are built and what assets they include • What metrics we track and how we optimize our campaigns • And, most importantly, the results we generate
Marketing Technology
Five Technology Groups
Project Management
Marketing Automation Screenshot
Customer Relationship Management
PPC Management
Analytics
The Workflow
Pre-Campaign A college comes to us with an idea about marketing their online program. How do we validate the program? Market research: • Curriculum comparison • Job opportunities Financial models Audience personas
Building a Marketing Campaign • Campaign plan, budget worksheet and asset checklist • Campaign assets
On-campus
@
Google Adwords
Facebook Posts & Ads
@
Twitter Posts @ & Ads
Using Asana for the Campaign Build Assign in Asana by phases: • Phase 1 – web • Phase 2 – digital advertising • Phase 3 – anything else Assets are produced, reviewed by college and approved for launch Launch = Phases 1 & 2 live
Recruitment Daily basis: • Contacting leads • Scoring leads • Tracking interactions • Feedback for personas
Campaign Management On a weekly basis, we review analytics – Visits, lead, applied and admit/enrolled – Check progress down the funnel – Optimize Campaign
Monthly Strategy Review • Review ad data – what’s causing people to convert • Phrases that never match – negative keywords • What’s working? • Review ad platforms – what platforms are producing best? • Brainstorm new ideas
Campaign Recap • • • •
What happened What went well, what didn’t Finalize our numbers Future recommendations
Cybersecurity
Audience Personas
Branding and Testing
Customer Workflow
Google Adwords Landing Page
Conf Page & Email
LN Email 1
LN Email 2
LN Email 3
LN Email 4
@
@
@
@
Program Overview
Online Vs. Traditional
Accreditation
How to Apply
Leads are worked by our recruitment team
Digital Advertisements
Student/Staff Portal
On-Campus LCD Screen
Facebook Ad
Google Adwords
Landing Page
Confirmation Page and E-mail
Brochures and Other
Lead Nurturing Emails
Overview
Online Vs. Trad.
Accreditation
How to Apply
Campaign Optimization
Campaign Optimization
Campaign Optimization
Help us improve: bit.ly/UPCEA16
